Fluent Cargo: The Startup Making Logistics as Simple as Planning a Holiday

Navigating the world of logistics is no small feat, but Australian startup Fluent Cargo is taking a unique approach. Drawing on their experience with the travel platform Rome2Rio, CEO Archival Garcia and his team are tackling the hardest part of logistics—routing—first. This method transforms cargo shipping planning into a seamless process, reminiscent of planning a vacation online. By focusing on creating a reliable and accurate routing system, Fluent Cargo aims to make global shipping as straightforward as using Google Maps.

The Genesis of Fluent Cargo

Fluent Cargo’s journey began not in the bustling ports or busy warehouses, but from a simple yet powerful idea born out of frustration. David Bernstein, the main founder of the company,  is part owner of Rock-It Cargo, a freight forwarding business that caters to the live events industry. This sector demanded just-in-time logistics with no margin for error. However, David faced significant challenges in coordinating shipments across various origins and destinations due to the fragmented nature of logistics systems.

“David had to deal with many different systems because there wasn’t a central system to manage logistics efficiently,” explained Archival Garcia. This inefficiency sparked the idea that would eventually evolve into Fluent Cargo.

From Travel Planning to Logistics Mastery

Interestingly, some members of the Fluent Cargo team had experience with Rome2Rio, a travel planning platform that meticulously mapped out routes from one city to another using various modes of transportation. This expertise became the bedrock for Fluent Cargo’s innovative approach to logistics.

“We applied the same principles we learned from Rome2Rio to cargo shipment. If you wanted to figure out how to get from Rome to Rio or Paris to Milan, they had the solution. We realised that this level of planning was missing in cargo logistics,” Garcia said.

The “Google Maps” for Cargo

Fluent Cargo aims to be the “Google Maps for cargo,” providing comprehensive routing solutions that integrate data from various carriers and systems. This vision became especially crucial during the pandemic when the need for reliable data integration and collaboration was more pronounced than ever.

“The pandemic highlighted the antiquated nature of data capture and integration in the logistics ecosystem. We had to apply strong technical solutions to bring all this data together seamlessly,” Garcia noted.

Tackling the Hard Part First

One of the core challenges in logistics is the lack of a standardised system for capturing and verifying data. Fluent Cargo decided to tackle the hardest part first: routing. By focusing on creating a reliable and accurate routing system, they laid a strong foundation for all their other services.

“We started with the most complex part of logistics—routing,” Garcia emphasised. “While many others begin with simpler operational tasks like tracking, we chose to solve the hardest problem first. This approach ensures that we provide a robust and reliable service from the ground up.”

Adding Operational Value

Beyond just providing routing information, Fluent Cargo is dedicated to adding operational value. The platform offers features like route avoidance during disruptions and the ability to calculate carbon emissions for planned routes, a forward-thinking move in anticipation of future regulatory requirements.

“We’ve introduced functionalities such as route avoidance and emissions calculation. These are not just about getting from point A to point B, but about doing so efficiently and sustainably,” said Garcia.

Expanding Horizons

While Fluent Cargo started in Australia, its impact is global. The company has seen significant engagement from the US market, indicating the widespread need for such a solution.

“Our newsletters have received 80% of their click-throughs from the US, showing the interest and need for reliable logistics information,” Garcia mentioned.

Simplifying Tracking and Visibility

Responding to customer demands, Fluent Cargo has recently released  a straightforward tracking solution, allowing users to track specific shipments without the hassle of complex contracts. This feature,, is poised to make logistics management even more accessible.

“Customers wanted a simple way to track their urgent shipments without signing up for a comprehensive service. We’re addressing that with our new tracking functionality,” Garcia explained.

Looking to the Future

Fluent Cargo’s future plans include expanding into additional modes of transport, such as rail and truck, and exploring partnerships for advanced tracking solutions. Notably, they are collaborating with three prestigious universities focused on monitoring potential supply chain disruptions and their impacts on pricing and capacity.

“Our vision is to be the central repository for cargo information. Whether it’s emissions, routes, or schedules, we want people to turn to Fluent Cargo for accurate and operationally sensible information,” said Garcia.

A New Era in Logistics

Fluent Cargo is modernising the logistics industry by making complex shipping processes as easy as planning a holiday. With a focus on accuracy, efficiency, and sustainability, the company is not just solving today’s logistics challenges but is also preparing for the future of global trade.

As Garcia aptly put it, “We started with the most complex part of logistics—routing—and built a strong foundation. Now, we’re ready to tackle even more challenges and add greater value to our customers’ operations.”

Fluent Cargo is proving that with the right technology and vision, even the most intricate logistics problems can be simplified, making the world of shipping accessible to all.